Originally featured in Forbes

When creating cultural movements for our clients, we start by examining culture to determine what motivates our client’s target consumers to make a positive change in the world.  We like to call this, finding the “idea on the rise” in culture.  We then help define our client’s purpose in the world - articulating their current brand equity in a way that connects to the shared goals of their target.

It is in this fertile ground of shared values that we believe brands can spark cultural movements.

That approach to brand building is getting noticed by the press as the way to establish brands in a world where attention is scarce and we’re bombarded with non-stop advertising all day.

Elaine Wong wrote a great article in Forbes that dives in to how brands such as Chrysler and Jim Beam are using thought-provoking questions and emotional appeals to personally connect with their audience.